Marketing for CEOs: Death or Glory in the Digital Age by Ben Legg PDF

By Ben Legg

Adknowledge team CEO Ben Legg, a veteran of McKinsey, Coca-Cola and Google and one of many sharpest, such a lot cutting edge minds in electronic advertising, can provide a sensible, irreverent manifesto guaranteed to placed the phobia of God into so much leader advertising officials! advertising and marketing for CEOs can be compact in size, yet it’s lengthy on principles and trained critiques approximately what works and does not paintings in today’s electronic advertising world.

What works: without delay linking advertising and marketing actions to the production of shareholder price, consumer lifetime price, an iterative artistic method the place plenty of ultra-targeted advertisements are created and demonstrated in actual time, systematically ferreting out inefficiency, trying out your CMO to work out if she or he has the electronic advertising and marketing chops to get the task done.

What doesn’t paintings: so much CMOs, CEOs who forget about their function as “brand stewards”, utilizing purchaser info in ways in which are creepy or invasive, and CMO/ leader details Officer turf wars, between different things.

Marketing for CEOs is filled with insights from one of many best intellects within the ever-changing international of electronic advertising and marketing and branding. even if you’re within the C-suite or simply aspire to be at some point, as a way to know the way the electronic advertising revolution will form the longer term, learn this e-book. so that it will understand how to run a lean advertising operation that runs easily and outsources properly, learn this booklet. with a purpose to understand how to rent the proper CMO to your organization—or if the only you have got is absolutely lovely good—start reading.

And if you’re a primary advertising Officer, learn it earlier than your CEO does. The task you keep may be your own.

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Marketing for CEOs: Death or Glory in the Digital Age by Ben Legg


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